Cheetos takes on viral $6.2M banana with playful auction of a duct-taped Cheetos Puff

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Image: PepsiCo Frito-Lay / Cheetos

 

In a delightfully absurd twist in the contemporary art world, Frito-Lay's Cheetos has launched a satirical challenge to what might be the most eyebrow-raising art sale of the year. The snack brand has put up for auction a single Cheetos Puff duct-taped to a surface, playfully titled Mischief by Chester, in direct response to Maurizio Cattelan's infamous banana artwork that recently made headlines at Sotheby's.

 

 

 

 

 

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A post shared by Cheetos (@cheetos)

 

The original piece that sparked this cheesy homage, Cattelan's Comedian, consists simply of a banana secured to a wall with duct tape. Purchased by Chinese cryptocurrency entrepreneur Justin Sun for $6.2 million, the piece first made waves at Art Basel Miami in 2019. It sparked global headlines and heated debates about the very definition of art—a controversy that only intensified when performance artist David Datuna ate the banana off the wall, leading to its replacement. This unexpected intervention paradoxically enhanced the work's notoriety and value.

 

Cheetos' response to this cultural phenomenon has been nothing short of brilliant marketing. Through their Instagram announcement, they've promised the auction winner not just the duct-taped Cheeto artwork but also an equivalent value of Cheetos products matching their winning bid. With characteristic wit, they declared, "No shade to the prince of potassium, but we think we can do better," directly challenging the banana's artistic supremacy.

 

The auction, hosted on eBay, has already attracted more than 50 bids surpassing $1,000, though it seems unlikely to approach the banana's multi-million-dollar benchmark. This creative stunt joins other brand responses to Cattelan's piece, including Liquid Death's parody version, demonstrating how the art world's provocative moments can inspire marketing creativity.

 

Beyond the humor, this incident highlights the ongoing discourse about value in contemporary art. While some view these high-profile sales as evidence of art market excess, others see them as important commentary on consumer culture and the nature of value itself. Whether viewed as brilliant satire or clever marketing, the duct-taped Cheeto stands as a crunchy reminder that art, commerce, and humor often make surprisingly compatible companions. 

 

Would you be bidding on this cheesy masterpiece? And if you won it, the real question is: would you eat it or frame it?

 

• https://www.usatoday.com/story/money/food/2024/11/26/duct-taped-cheeto-auction-banana/76605976007/
• https://www.bakeryandsnacks.com/Article/2024/11/26/cheetos-challenges-banana-auction-with-puff-taped-to-wall-art/
• https://brand-innovators.com/news/cheetos-puff-taped-to-wall-already-showing-1k-ebay-bids/